it has been a while, I do apologize! Too many projects, so little time.. I do not want to complain but I am sorry
that I neglected you so badly. 😉
X-mas is approaching in big steps and probably we are all still overwhelmed by work and not even thinking about X-mas yet. The big brands do and the yearly battle has started already.
Ready for some X-mas mood yet – even when it feels a bit early? Come on, read on, am sure, you want it, too!
Again, there is no (new) film for Coca-Cola this year which is worth to mention. I might be slightly biased, but I think it is a pity as Coke literally incorporates X-mas for me. I do wonder why they risk giving away their territory so easily to be willingly outpaced by so many other brands – brands we probably all did not have in mind before when thinking about X-mas.
Anyway, I start with the absolute classic which is, of course, the John Lewis Ad. As always, they
succeeded to surprise: this year by using a famous testimonial with a heart-warming story. The story is about the power of a gift. And how that gift
inspired, changed and influenced the course of a little boy’s life. That little boy just happens to be no one less than Elton John.
They started in SoMe and the Oxford Street flagship has also dropped the 'Lewis' from its store front, so it simply reads 'John'. All in all, a great ad with very positive comments.
I am a bit indifferent: no question I think it is a great ad, great message, great music. But still I am a bit disappointed that they used a famous testimonial this year as this makes it too easy for me. Hey, we are talking John Lewis here! The ones who were able to move millions and millions of people by great stories 10 years in a row with absolute unknown featured main casts or figures. But maybe I just want to find the needle in the haystack here and should just enjoy the ad as it is. I keep my mouth shut!
Waitrose smartly picked up the hype around the John Lewis ads. Made me giggle – and yes, even when it is a
hard-selling spot, too.. Of course, it is about the selling of their Christmas food products, i.e. like Stollen as they are “Too Good to Wait.”
How are they able to poke John Lewis in such a way? Taadaa, Waitrose is the sister company of John Lewis, and guess what? They both use the same advertising agency, Adam&Eve/DDB in London. Funny.
The supermarket chain Penny was also very early this year. X-Mas does not need much, only love. A message told in a nearly heartbreaking way to remind us that not everybody is as fortunate as we probably are. Funnily also underlined with an Elton John cover song, as if they knew… 😉 From my pov a nice ad, I struggle a bit with Penny as the sender but anyway, a very good first move as I can’t specifically remember previous X-mas spots from Penny but will certainly remember this one.
Obviously “Love” is a topic which matters this year for X-mas as not only Penny jumped on that topic. Surprisingly, as generally X-Mas is “The feast of love” but apparently not always picked up as an insight. Like Penny, also Lidl features that love is the only thing what really matters with the call-to-action that we should act upon. Do I like it? Hmm, I am not really convinced, find the ad too long and it did not really grab me – however that is whining at a high level! Lidl proved in the last years to be a really strong player in the X-mas ads competition anyway.
Less celebratory is the X-Mas ad of Aldi in Germany this year. However, it made me laugh big time and made me immediately think of my family X-mas, what we plan to eat and how cosy it always feels to have a full fridge. Filmed in a very appealing way it does not come across cheesy, at least not for me. Yes, it is nothing about higher motivations such as love and happiness – but, hey we are talking of a supermarket chain and they do want you to do all your X-mas shoppings at their shops. And I think that is communicated in a charming way, you can get everything you want for your Xmas meals at Aldi. I like it!
You might understand what I mean with “charming” ad in an unobtrusive way when you watch the next example: Amazon is the complete contrary. For me it does not transport a Xmas feeling at all, I find it very commercially and uninspiring. Even the music annoyed me and did not lift me into the X-mas mood. What do you think?
I liked the campaign of Zalando much better. Launched in 17 countries, the message “X-mas never out of fashion” clearly is close to their business and that in a very simple, celebratory way. Btw – what will I wear for X-mas this year? See…it works!
Like Penny, the brand Apple also released an animated film for their X-Mas campaign – and I think it is loooovely! Although nearly three minutes long it is really engaging and kept me watching it to the very last second and left me with a smile. “Share your gifts” is a nice message – but yes, as mentioned before brand linkage to the message is a bit far-fetched like in many of the other high emotional X-mas commercials, too. It just serves the purpose of paying into brand image, I think. Fair enough!
A very different X-mas commercial comes from Ikea Italy this year. It starts cold and distant and you might think, really? How can this turn into a x-massy ad? But it does end in a heart-warming way. Cheesy? Yes! But I liked it and thought it was a great way to stage all of the Ikea X-Mas products. As much as I like X-mas commercials like John Lewis – in the end it is all about selling products. To bring that hard-selling aspect across in a charming way, is way more difficult! Judge yourself.
Still missing is this year’s X-mas campaign of Edeka but until now it is not released yet. But when I achieved it to
bring you into the X-Mas mood already before the first advent, I am sure you will keep your eyes open to make the most out of it and remain in the chilling X-mas mood…
Enjoy – and have a happy X-mas all! Until next year – may it be a magnificent one.
All the best,
February is an advertising highlight, at least is supposed to be - as it is the month of the Super Bowl in the US. I am not overwhelmed by this year’s collection of Super Bowl ads but at least there were a few highlights.
I start right away – and as we sneak previewed the Skittle ad in my last edition already, let’s see what they made of
it during the game. (As a gentle reminder: “Who is Marcos Menendez?” was their leading topic and instead of airing the ad during the game (as in all previous years before!) they “saved” the money
and aired their Super Bowl ad to just one consumer – named Marcos Menendez. Viewers were able to watch Menendez's real-time reaction to it through a livestream on Skittles' facebook page but
still you did not get to see the commercial.)
It was a weird approach for sure, but hey, it's got us talking.
With regards to results I can only judge on the obvious numbers on their facebook page: it got only 55k views but when you take all of the PR it got upfront into account, am sure it was a success! Isn’t that what counts? Maybe the story behind it was just less important as the focus was on the buzz around it to generate curiosity and awareness.
If you want to check Marcos reaction on facebook, click here:
Surely P&G is (again) amongst the top spots, who would have thought? There’s so much to love about this work. It springs from a clever idea that feels fresh and unexpected.. Their Tide ad is funny as it nicely plays with allusions of former famous Super Bowl spots. And they just turned the fact to mention the brand’s name in an absolute positive – as much as they mentioned it is a Tide ad, there is no way you are going to forget for which brand they are advertising – clever and fun!
I quite liked the spot of the football league NFL, too. After the game is before the game, so the season will start again. The Giants may have had a rough season this year but with this ad they had a great showing in the Super Bowl -- even if they didn't make the playoffs. Maybe it is my 80ies inner me but it made me laugh and watch it til the end. It is cheesy but unseen and therefore distinctive and leaves you in a good mood.
Amazon Alexa also aired a TVC during the game. The spot is celebrity-heavy and funny which are the conditions to reach the top 5 of Super Bowl spots. It left me with a smile although I would say the spot is not breakthrough but just nice. Far more interesting is the fact that they invested the money behind it. From a Marketeer perspective I am 100% sure that Alexa as well as KI in general needs to be considered in the communication mix rather sooner than later. There are tests already with Influencers and in the background advertising possibilities are investigated. As a brand you need to start to think how you could use Alexa for your communication objectives. Not tomorrow. NOW! Mark my words…
I save you from the typical Doritos M&M and Budweiser ads. Feel free to browse for them on YouTube, am sure you have fun watching them. However, as already mentioned I was not overwhelmed and even when my heart beats for Coke even their ad was just a nice ad but nothing which really sticks to your mind or makes you talk about.
I end with a non Super Bowl ad but with one I really like. It plays with a “what if” inspiration.. Great storytelling, surprising twist in the end, whoohoo, just imagine what if it could have been you… From DDB in New Zealand for Lotto Powerball. Have to reveal that I also tried my luck with the Euro lottery when the jackpot was over 90 billion Euros.. Sadly with no luck but the dream was nice! Btw this spot is based on a true story. Nice, eeh?
Let’s make the success of your brand not a lottery. Am here to support you! firstname.lastname@example.org
Have a fantastic weekend,
after all the cozyness of Xmas, the month January feels somewhat cold. However, you can’t deny that it also
incorporates the sparkling excitement of something new, the hope for a fantastic year ahead and the unfiltered motivation for resolutions.
On the advertising side it feels a bit like taking a deep breath before coming up with new breath-taking ideas.
But at least I found a few examples to enjoy:
The year 2018 will definitely be a new beginning for the women in Saudi Arabia: as of June 2018 they will be allowed to drive. Nissan took advantage of the new law and made a very good move with #shedrives, very encouraging and emotional, a great example. To include the support of the most important men around the women is a super insight! I have to admit that I would have never assessed the brand Nissan to do something like that. I would have probably more expected brands like Mercedes or Audi to do so. And that is exactly where I see a problem as the role of the brand is just subtle here. My guess is that most of the viewers would not remember the correct brand afterwards. Anyhow, for the women sitting the first time at the driving wheel it will be a very memorable experience, hopefully they will buy a small Nissan, too..
Don’t laugh at me, but the next example is still a Xmas example but somewhat fitting the topic above. Maybe you
remember the animated Audi story from Spain last year? This one is a new one, again beautifully executed and engaging enough to stay with it for 5 minutes. A nice contribution to gender clichés.
I still like it!
Somewhat driving safety is still (!) a great source for creativity. We have seen great and witty examples already, so surprisingly there are still new twists to the topic. This example is from the Western Cape Government's Safely Home Initiative in Capetown. I like the insight and the black humour.
(As a side remark: The first video of them is worth a watch, too:)
Of course, you can do as many safety videos you want and appal the viewers to have them change their behaviour. The more active way is to develop a tool to not allow using the internet while driving. Am not sure if it also blocks the camera and messaging tools like WhatsApp, but anyway, a great start!
The excitement for the Superbowl in the US already starts in January. The brand Skittle decided that this year they are NOT going to air a TVC during the game. This is not holding them off using the theme of the Superbowl as a starting point for their scurrile but congenial advertising. The following spot just as a teaser, it will be revealed next month who that Skittle fan is who is the only one to watch the commercial exclusively.. One thing is for sure, they generated great attention already and am convinced it will pay off for the brand although they will not be part of the big game. Great idea!
CU next month! Have a great weekend – and should you require support for the development of your campaigns, am here! 😊
All the best,
ho ho ho, it is nearly Xmas already! Where did the time go? As always, the last edition of the year is fully dedicated to Xmas. If you are not getting into the Xmas mood then, I can’t help it but am sure you can’t escape from it, just give it a try:
I start with a classic, the yearly John Lewis Ad. Executed in a magic way with a sweet story and great music - for sure it is a nice ad, no doubt about it. However, from my pov it did not reach the bar from the previous years. And a budget of 7 million British pounds is just beyond my imagination. Really? Somehow it contradicts the thought of Xmas - or am I the only one thinking that?
Very cinematic is also the next example. Maybe you also remember the stunning and super-successful “Heimkommen” ad of Edeka two years ago? So, their bar was definitely very high. They did not overleap it this year but delivered great entertainment anyway. You can argue about the story if the tension in the beginning is too negative or if the story in itself is too cheesy. I didn’t care, I was really blown away by the quality of the production and would therefore rate it as one of the better Xmas ads of this year.
The next example I liked because it is NOT so emotional but just funny. It made me giggle and the Xmas mood for sure comes across, too! I also like that it is not the standard typical advertising for an airline. I would have skipped the super of the brand in the beginning. It does not harm but the surprise effect lasts longer – and the content is engaging enough to keep the viewers till the end.
You not really link Mc Donald’s and Xmas together, do you? I would also say that there are probably better fits. Anyhow, no matter if the brand is not the first thought when you think of Xmas, their Xmas story is a cute little story with a twinkle in the eye and comes across very warm and congenial – and therefore perfectly fits Xmas. In-between the lines you also get that McDonalds offers a healthy snack for children, Marketing pro’s! 😉
It comes as little surprise that there are also Xmas spots for social causes. There is probably no other time in the year where the people are more open to do something good. The next example is a good reminder that there is not always happiness during the Xmas days. Executed in a very calm way, the message is not only very clear but thought-provoking, too. Touching.
I always like it when students just develop a TVC for a brand – where there was no briefing, no client and no revision rounds. There were some stunning examples in the past and from all the official Xmas spots this year I really like this one as it so charmingly shows a peaceful Xmas. Well done!
That was it for this year!
Of course, there are many other Xmas TVCs out there, too. If you want more, just browse for Audi, Apple, M&M’s just to name a few.
I have to say that I find this year’s Xmas selection very nice but could not find an absolute breath-taker like some of last year’s top Xmas spots. It only proves that although Xmas is a recurring topic, it is not easy to meet the point between touching and cheesy, convincing and nonsense.
Thank you for the great projects together. Hope we will work on exciting ones’ next year, too!Have a fabulous Xmas!
All the best for 2018. May it be a year full of joy and happiness.
time for a new edition of “20 Minutes of Creativity” – hah, longer today as I skipped last month’s edition. Take a break for some inspiration, it is worth it, promise.
The first example is a very strong one because it addresses a topic we probably all have seen/read or maybe even witnessed or experienced at least once. It is very engaging and encourages you to #bestrong. I was really overwhelmed by it and my guess would be that your reaction will be similar.
Although the next idea has nothing to do with advertising, I want to share it to encourage you to never be satisfied with the obvious idea. The example proves that a different technology can have a huge impact – and different technology does not mean overly expensive. Really clever and I think a brilliant solution:
It is about technology in the next example, too. Very innovative thinking of the Gatorade team, am always wondering how you can get to such ideas..? I think it is even more impressive to watch the making of, as the “normal” watcher of the ad will probably just assume it has been animated. For us in the advertising industry a technology to keep in mind. Stunning pictures. Well done.
Stunning technology has been also used in the next example, My former colleagues of Coca-Cola launched the first 3D robotic billboard on Times Square ever. They worked four years on the technology and the results are breath-taking. The installation received two Guinness World Records, btw. It gives a little sneak into the future possibilities of advertising. Exciting times ahead of us!
The contrary is the next example. It will show you, eehm – nothing! It is from Unilever announcing their new deodorant “Invisible World” – and nomen est omen.. Too obvious, but it made me curious to find out more. Mission fulfilled, I guess..
Just silly is the next example – but made me giggle. Although exaggerated in the advertising spot, the science behind it is real. Fun idea, very engaging, too – and will, for sure, generate word-of-mouth. Are you a Marmite lover or hater? Just find it out:
Exaggerated is also the next example – or maybe not? There is whole series of short clips for
#devicefreedinner, I think spot on – and the exaggeration is the perfect creative device here:
Exaggeration also works here to prove the benefit of the new Tiguan Allspace. A stunt executed in the Netherlands will make you look twice and probably not forget the car:
Social Media gives you so many opportunities to interact with consumers and to get them engaged. To
give you one example, just go to Facebook and try it out to type your name into the gif search in the “comment” section. So funny – I could do it again and again as different names give you a
different choice of gifs. Just think of your brand and how you could adjust this feature to your brand message.. Love it!
I end with a classical TVC. Maybe you remember the super successful TVC of Edeka’s “Heimkommen”? This spot of Saturn, a German Electronic Devices chain, plays in a similar league. Their advertising used to be loud and flashy, this now is the absolute contrary. In a very emotional way it shows that technology can change your life to the positive and you, too, are able to use it. For me Saturn gained a lot of sympathy points and I find that TVC far more convincing than all of the others before:
Hope you now feel inspired!
If you want to try out something new, get in touch with me
under email@example.com . Am very happy to consult you and bring your exciting projects to life.
All the best,
if not the weather out there can cheer us up, then maybe a new edition of my „10 Minutes of Creativity” ?
Quite impressive is the first example. You might think that P&G has too much of this typical advertising, showing the product benefit with a smart demo in a boring way. That is not true at all, P&G for me had stellar examples of fantastic advertising in the past. Great and very true insights, often hitting a very relevant nerve of present times. After the #likeagirl campaign this example is another strong move of P&G. This time with no relation to a specific product but just to the company with a clear and meaningful statement. Very strong and with the power of the company behind it, a super contribution to the recent happenings in the US. Great!
The next example is a great example of storytelling shown by McDonald’s. Played on Social Media, am sure it is very engaging for the target group, executed in a fun and entertaining way and silly enough to be relevant. No doubt the awareness for the new delivery service Mc Delivery via Foodora will increase as it is well integrated - I guess that was part of the objective. Not to forget about their brand ambassador Jerôme Boateng. Please more of that!
Independent of the recent Diesel gate I want to share an example of VW for their new Arteon car. A very brave idea of the agency as it is from a client’s pov definitely a risk to execute it in that way. I think a successful experiment: I find it a very beautiful and unusual way to stage a car. Very engaging, too! I was hooked up and stunned by the results of the photographer. “You don’t need eyes to see the beauty” – do you?
The next example you probably only understand when you are German. It is for the travel portal www.fluege.de – and very memorable with regards to the spelling of the URL. In this case important as a competitor secured the URL www.flüge.de. Very simple idea, great execution - left me with a giggle. Objective of generating awareness definitely fulfilled.
I mentioned it already in one of my last editions of the “10 Mins” – somehow driving safety is a complete field on
its own with regards to advertising, no matter if car manufacturers or official societies are the sender. The following is from Toyota and is high-lightening an app for the new drivers to ensure
they are not distracted by incoming messages on their phone nor by driving too fast, both the main reasons for accidents within the group of novice drivers.
Am not sure if the insight is entirely true, anyway, I think in the exaggeration the objective is nicely displayed and the app certainly is a safety-ensuring gimmick.
I wish you a nice weekend, hope the sun is coming out!
Should you need support in the development of your campaigns, I am here, ready to kick-off a new project with you..
All the best,
a new edition of my “10 Minutes of Creativity” is ready to be explored. Enjoy!
I start with a funny example of Social Media Content for a radio channel in Germany, Antenne Niedersachsen. Very entertaining and such a true insight – am sure you could spot yourself in it. I love it as the idea is so simple and convincing. Have to laugh every time I watch it.
A perfect match is the next example, too. NGO’s often advertise in a very extreme way, playing with feelings like shock, fear, pity or sadness. The Ol Pejeta Conservancy found a pretty smart and fun way to generate awareness for their cause. A funny, very congenial and not at all patronizing activation with well-deserved results. Am sure, you agree!
For Father’s Day, Gilette developed a nice “application”. P&G showed already in the past quite some touching examples (i.e. “Thank you, Mom”) – and I must admit this one is pretty involving, too. The product feature is nicely integrated and does not come across too advertisish, from my pov really an important aspect as it would be less convincing. Well done.
I am sharing the next Social Media campaign just because it is funny. You immediately empathize with the two lads – it is entertaining, a good laugh and clearly memorable. There is a whole series, fun to watch! Could have been for Ikea though, too – with a different twist. Anyhow, am sure everyone of us can relate to that frustration they feel and to the craving for a little cheer-up.
It is obvious that I, aka Nutella-Junkie, need to share the next example. Not super innovative as done by Coke in the US before (although on a smaller scale, 2 million bottles “only”) – anyway, beautiful outcome, very impactful at shelf and clearly a want-to-have-one gadget, so no wonder that 7 million of Nutella glasses where sold out within a month in Italy. Unique like the product: Because there is only one Nutella. I like!
Don’t know if you realized it but last week was the day of the kiss. A day, right in the court of Labello who used that opportunity for a nice experiment. It is not that we haven’t seen similar experiments already (i.e. Carlsberg) but anyhow, the consumer out there did probably not and therefore it is absolutely okay to adapt it your way. Sweet.
Just in time for the holiday season a sweet little piece of Online video of JetBlue vacations. Also not new to use children to make it engaging and funny, this somehow always works, doesn’t it? No matter if distinctive or not, it brings the benefit across in an entertaining way and probably makes curious to check it out. Mission completed, I would say!
I wish you all fantastic summer holidays. Hope there is sun, fun and time for
Just in case you need someone to bring things forward while you are on vacation: you can book me any time: firstname.lastname@example.org
time is flying, spring showed only a glimpse of sun until now, so before that changes use the time to deep dive into
fresh advertising… Feels like a sun beam and very refreshing, too!
My first example is strongly linked to our bikini and swim shorts body shapes.. And really, who cares? Dove proves again that shapes and sizes are diverse and no matter what size, also normal. Their strategy very consistent, now also transferred to their packaging of Dove bodywash. Made me smile. I like, I like. Especially when you consider that it requires a far more complex production process as well as more complex logistics for wrapping and shipping.
For the next example I like the idea a lot. Very simple, very cool and also cheeky and very entertaining. The spots are for Rewe, a German supermarket chain and want to highlight the private label “Ja!” which is well-known for good quality to a cheap price. From my point-of-view great content, nails it and is definitely memorable. Ja! More of that, please.
I am still giggling about the next example. So funny! It refers to the fact that there are special times in Germany where the police increase the amount of mobile speeding cameras in cities for a limited time only, called “Flashing marathon”. The “Deutsche Bahn” used this insight to their advantage, very congenial and engaging content for their social media channels. Well done.
Less funny is the next example - but not less impactful. One might think that the topic of “road safety” is somewhat used up already – and still there are examples who interpreted it in a complete different and unique way. So does this example – and my guess would be that the “victims” do not jaywalk too soon again. Mission completed..
Am still a bit indifferent about the next example. The going industry wisdom now is that younger demographics tend to
put a lot of trust in messaging coming directly from social influencers, perhaps more so than they do with traditional advertisements. Unilever send a “new” product to influencers to test it and
receive their reactions to later reveal the truth about the product. Generally, I would say it was a clever insight to put it to reverse, however it left quite a bad aftertaste with me. Being
tricked can be super funny – but it can also be quite embarrassing – and that was my feeling while watching it. Which does not mean that it can’t be convincing to the broader mass. New potential users might give it a try – and
it certainly is a nice confirmation for the actual buyers. What do you think?
Not sure if you have seen the latest ad from Pepsi with Kendall Jenner? If not, you did not miss anything as it is not really worth watching, sorry! – but the discussion around it certainly is. Very much so to the advantage of Heineken beer who launched a new campaign nearly to the same time as Pepsi did. Heineken way smarter and far more credible than Pepsi – and because of this, Heineken benefits from Pepsi’s failure. Heineken worked closely with The Human Library™, a non-profit organisation which is designed to build a positive framework for conversations that can challenge stereotypes and prejudices through dialogue. #openyourworld is a great example for tolerance in a free world. Every opinion counts, there is no right and wrong – listening leads to understanding. Or maybe not, but at least it helps to overcome monotype thinking. A great discussion with great timing, very well done!
That was it. Hope you enjoyed it!
Wish you all the best. In case you need an external view and grip, I am here! I would be more than happy to support you - just give it a try...
maybe you have a little bit time left during the Easter holidays – if so – here they are, the
new edition of my “10 Minutes of Creativity”. Enjoy!
(If you have very limited time, just watch the last example – it will leave you with a smile, I promise.)
The first example is very intriguing and leaves you with quite an aftertaste, in a very good
way… The campaign is for Amnesty International and contains of three strong print motifs which work exactly the same as you will see in the moving images. A very clever idea – and so simple! It nails it just with the picture. Even without the call-to-action you would
have immediately understood the message. Very strong. Chapeau!
Compared to that example the next one refers to #firstworldproblems. But probably every example after the Amnesty one feels a bit awkward. Anyway – I like it. It is from Ikea France and a great activation with regards to product experience. The insight that you might not sleep well because of your mattress is addressed in the best-possible way, am sure it generated very satisfied and convinced consumers – and quite some PR, too, for sure!
The next example is also a more serious one. What I love about it is the simplicity and that it did not request a lot of money. Probably it was just the time creating it which was on the pay-roll. It was only a trial project but so effective that it will be continued. Very cool and a fantastic use of Social Media. I must admit that it is mostly the simplicity of an idea which convinces me the most. Just spot-on.
The idea now just proves how impactful good storytelling can be. It is for Tourisme Québec and instead of showing nice pictures of their beautiful landmarks, they embedded it
cleverly in an engaging story. Executed in a modern and emotional way. The beautiful spots were shown anyway but far more exciting than the general advertising of tourism boards around the world. I got hooked up and so wished that it would have been me experiencing such a journey. My next holiday is not booked yet, so Québec seems to be worth a
travel! Nice idea, well done.
By reviewing the next example I had a big fat smile on my face. The simplicity
of the idea makes it a winner hands down. Great storytelling which nicely
conveys the benefit, well-rounded with the music. The execution is brilliant,
it just feels so natural. Very entertaining, from my point-of-view a
must-watch! I love it.
I leave you with that smile! Am sure, we can all fly, too…
If you still need a bit starting aid for your ideas to fly – I am here to support you: email@example.com. 😊
Have a happy Easter,
spring finally arrived also here in Berlin – and as the weekend is also ahead of us, I want to take the opportunity to abduct you
for 10 minutes from your busy world into the existing world of advertising.
I start with something which you might have seen or heard of already – but it is such a good idea that it does not harm to encounter it twice. It was talk of the world within a very short time, got a lot of attention and the activation was heavily shared on Social Media. Timing (just a day before women’s day) and placement were perfect. Brilliant idea, chapeau!
The next example is also a very simple and small idea but with a potential big impact. It is a distinctive way to raise awareness for the actual number of girls who don’t have the opportunity to go to school – even when there is a long way of counting. In my humble opinion, they could have made better use of a challenging call-to-action via Facebook. The idea is strong and via Facebook they have the perfect possibility to reach a broad target group who would be willing to participate. Just remember the Ice bucket challenge, am sure it could work in a similar way. It is not only important to have a good idea, it is even more important to activate it in the right way to be seen – and that does not mean you would need huge media budgets.. Anyway, the idea is good!
The next example is from Vodafone in India. The insight is not new but obviously we need a reminder to look up from our phones, isn’t that sad? The activation by Vodafone is nice. A simple and thoughtful idea, inexpensive to install but very rich in return.. I like!
#LookUp is also the summary for the next example but in a complete different sense. It is a spot for the new Mercedes Cabrio and I
have chosen it because it is beautifully executed (spring mood!) and clearly triggers your senses of imagination. Am sure it generates awareness as it comes across very unseen and distinctive.
The only thing I would change is the voice of the kid. Target group are adults – and it is their imagination and the CTA to #LookUp at the beauty of our surroundings is targeted to the drivers. I
would have perceived an adult voice, no matter if male or female, as much stronger. Maybe you agree, find it out for yourself.
As an Advertiser, I am totally in love with the next example. How smart, how funny! Probably more for us Advertisers – as the idea was given by Don Draper, the main character of the series “Mad Men”. Anyway – the ads are great, too: simplistic and to the point. A very cool and brave move by Heinz Ketchup. Generated, of course, big buzz on the Social Media channels, too. Well done.
Enjoy your weekend! If you need support or consultation for the development of your campaigns, I am very happy to help. Just contact me under firstname.lastname@example.org .
Best regards from Berlin.
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